郑州光力科技公司营销渠道策略研究
院系名称 姓 名 学 号 专 业 指导教师
工商管理学院
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摘 要
中国改革开放三十年，经济飞速发展，企业之间的竞争愈发激烈，越来越多的企业已把竞争的重点转移到企业的营销渠道上来。针对矿用品生产企业，除了能生产出高质量高性能的产品外，更为关键的是企业是否拥有完善畅通的可控分销渠道体系，这不仅是企业核心竞争力的体现，也关系到了企业的兴衰与成败。
本文主要结合自身所学知识及在前人研究成果的基础上，以郑州光力科技公司为例，采用公司员工访谈和客户问卷调查的方法，在对煤矿行业采购特点和光力科技公司自身情况分析的基础上，得出光力公司是如何选择和管理营销渠道，并就此进行了深入的分析，旨在对公司营销渠道策略方面提出自己的看法和见解,并以望能对其他煤矿安全生产企业的营销渠道予以帮助。
关键词：工业品市场；SWOT分析；渠道选择；渠道管理
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Abstract
With three decades of China's reform and opening up, economic and social high-speed operation, accession to the WTO, economic globalization and deep to other major economic background, the competition between Chinese enterprises become more fiercely and is no longer just in the field of technology, manufacturing, brands. More and more enterprises have shifted the focus of competition to the company's marketing channels.
Companies must strengthen the construction and control of their own channels in order to succeed in the fierce market competition. Winning end has become the consensus of national enterprises and marketing practice. Marketing channels are critical external resources in the various categories of Chinese business, especially in product homogeneity, market oversupply. Those who own the efficient and smooth channel will have the market and win the first chance to a large extent.
To the coal industry enterprise that produces equipment in addition to producing high-quality products, the more critical is whether the enterprise has a complete and smooth control system of distribution channels .This is not only the embodiment of core competitiveness, but also the key to the success or failure of the enterprise.
This paper is a combination of self-learned knowledge and the results of previous studies. It aims to present some views and opinions about the marketing channel selection and management in Zhengzhou optical power technological company, which is based on the brief analysis and summary of the current channels about this company. It is helpful for mine safety production and marketing distribution pattern.
Key Words: Industrial product market; SWOT Analysis; Marketing place choice;
Place management
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